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Children's Opthalmology Campaign

We worked with Boots Opticians to address the low uptake of children's eye checks (53% have never had an eye test) and help parents identify if their child was amongst the one million children in the UK with an undiagnosed eyesight issue.

Young children often don’t realise they’re not seeing properly and it’s hard for parents to spot so our award-wining Zookeeper Zoe storybook with its built-in eye checks was the perfect tool to address the problem – interactive, engaging and fun for parent and child.

The storybook was available in both digital and print formats and whilst conceived as PR, the campaign was extended through advertising, digital and in-store channels. We were involved in all aspects of the project from ideation and creating the book and digital assets, to running a full media relations programme across traditional and social channels.

Hundreds of thousands of parents visited or picked up a copy of the book with thousands going onto to book appointments for their children at Boots Opticians.

Rebecca Fergusson

MD - Red Health

Rebecca specialises in consumer and ethical health PR.

She navigates a highly regulated communications environment to deliver award-winning campaigns that have a tangible business impact, get people talking and change behaviour for a diverse range of consumer brand, pharmaceutical and public sector clients.